The Driving Force For The Development Of Chengdu Shoe Enterprises: Trademark Strategy And Brand Development

June 7th, "the western shoe industry looks at Sichuan. Sichuan Footwear industry. In previous years, despite the Wuhou District system in Chengdu, Sichuan footwear industry It is already a reputation, but because it has not formed its own brand for a long time, its products are not selling well. Even the large shopping malls in Chengdu are reluctant to purchase. In the past two years, according to the "four only" requirements of the State Administration for Industry and commerce, Chengdu Wuhou industry and Commerce Bureau, under the leadership of the local government, took the initiative to enter the market, went deep into shoemaking enterprises to carry out trademark assistance, and guided the upgrading of footwear industry, and achieved remarkable results. Today, trademark strategy and brand Development has become the driving force and booster for the development of shoe enterprises in Chengdu, and the image of "poor quality of Chengdu shoes" has changed completely.

In 2002, the government of Sichuan and Chengdu set up an industrial park covering 3.15 square kilometers in the area of Jinhua Town and cluster Bridge Township in Wuhou District. The scattered shoemaking enterprises were centralized and unified planning and management. The park and its surrounding areas gathered more than 80% of shoe-making enterprises in Sichuan Province, directly engaged in shoemaking and a certain scale of enterprises reached more than 600, involving more than 3000 enterprises in footwear related industries, nearly 80 thousand employees, with an annual production value of 10 billion yuan. Although the output value is considerable, but in the inertia thinking that has been formed for a long time, most of the heads of enterprises are backward and lack of brand awareness. Most enterprises have not yet fully realized the importance of brand strategy.

In recent years, with the guidance of "support, service, rights protection and publicity", the Wuhou industrial and commercial bureau has intensified the administrative guidance of brand strategy, in-depth investigation and investigation of enterprises, and strengthened training and guidance for trademark knowledge of enterprises. The industrial and commercial organs take the initiative to approach the enterprises, collect the basic situation of the brand enterprises in the park, and establish the brand files of the enterprises. After collection and summarization, 59 brand cultivation archives of key shoe enterprises have been established.

After achieving "knowing something", the Wuhan industrial and commercial bureau, in conjunction with the actual situation of enterprises, issued targeted administrative guidance books such as trademark registration proposal, trademark strategy notice, trademark administrative warning letter, and brand strategy service understanding card to guide shoemaking enterprises to guide enterprises to do well in the registration, use, development and protection of trademarks. The key direction is to supervise well-known and famous trademark enterprises to solve the problem of irregular and illegal use of well-known and famous trademarks, help enterprises correctly use trademarks, and enhance the market competitiveness of trademark. At the same time, through the radio, television, newspapers, network, on-site publicity and other channels to carry out "three-dimensional propaganda" to help enterprises build brand awareness and reputation. Through this series of measures, many enterprises have changed from lack of declaration consciousness to proactive declaration, and brand cultivation and declaration work has achieved remarkable results.

Entering this year, the trademark assistance work of the board is even faster. In April 19th, the Bureau and the West shoe capital Industrial Park carried out the docking of the trademark strategy workstation, and invited experts to carry out professional training in trademark knowledge for the heads of 50 footwear enterprises in the park. In addition, the bureau also actively promoted to the enterprises the relevant policies and measures to promote brand strategy through the platform of the 3 / 15 consumer rights day forum.

Not long ago, the relevant personnel of the western footwear Capital Industrial Park Management Committee came to the Wuhou industrial and commercial bureau, and sent the 6 banners with the words "helping enterprises to promote development, running the government for the people", "love enterprise, service development" to the leadership of the Bureau, thanking the Bureau for its efforts to support the development of enterprise brand strategy in recent years.

At present, the registered trademark of Wuhou District footwear enterprises has reached more than 600, of which 5 are well-known trademarks in China, 4 are famous trademarks in Sichuan, and 6 are famous trademarks in Chengdu. The products of 13 enterprises were awarded the "China leather logo", and the 20 brands were selected as excellent brands in Chengdu. Chengdu AI min leather products Co., Ltd. was the first western "exemption certificate for national export products". With the promotion of brand strategy, many enterprises have been developing vigorously, the output value has doubled in recent years, and the quality of products has been continuously improved, thus winning the market. This year, with the efforts of the departments such as the Wuhou industrial and commercial bureau, the major shopping malls in Chengdu finally accepted the women's shoes made in Chengdu and placed them in the "golden section" of the shopping malls.

Nowadays, Chengdu and Wenzhou, Guangzhou and Quanzhou are known as the "three states and one city" of the Chinese footwear industry by the industry. The output of women's shoes ranks third in the whole country, and the output value is as high as 100 billion yuan, and the products are sold all over the country and exported to 109 countries and regions.